Brand Positioning

Information and insights on positioning and repositioning a brand

Brand Positioning

Geoffrey Precourt, Event Reports, ARF Re:Think, March 2014
This event report outlines how Doritos moved beyond the annual success delivered by its user-generated "Crash the Super Bowl" commercials to create a year-round bond with millennial males. Based on research conducted with Millward Brown Firefly, it found that being "bold" was a theme that resonated strongly with this demographic.

Stephen Whiteside, Event Reports, IEG Sponsorship, March 2014
This event report discusses how The Milk Processor Education Program in the US turned chocolate milk from solely being seen as a treat for kids to a recovery drink for athletes. Based on evidence from numerous scientific studies, the organisation - which is funded by more than 111 milk processors across the country - conceived a campaign showing how chocolate milk could help exercise enthusiasts "refuel" after 45 minutes or more of strenuous exercise.

José Orlando, Fernando Moiguer, Magdalena Iocco and Lorena Cura, ESOMAR, Latin America, Buenos Aires, April 2014
This paper discusses how Zurich Life, the financial services company, implemented a strategy in Latin America to change how its business worked in response to new challenges. Economic growth in Latin America has led to the emergence of a new middle class, with distinct heritage and culture from the original middle classes.

Sarah Shearman, Event Reports, Brand New World, February 2014
This event report discusses how Goldman Sachs is using social media. Initially, the bank saw little value in a channel that seemingly served of its few core business purposes.

Miroslaw Smolewski, Warc Prize for Social Strategy, Entrant, 2014
This case study describes a campaign by Nestle, the food and beverage company, to promote its Friskies pet food brand in Poland, largely through social media. The brand had an established Facebook page and so chose this as its main focus, supported by a brand website and online ads.

Adam Lotz, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how NatWest, the UK retail bank, developed its social media strategy in response to a crisis. The bank had experienced a systems crash which left customers unable to access their accounts, and this became the catalyst for the development of its social strategy.

Will Nichols, Hristos Varouhas and Candice Juniper, Warc Prize for Social Strategy, Entrant, 2014
This case study describes a campaign by Tourism New Zealand, the government funded organisation, to encourage gay Australians to consider the country as a wedding destination. The campaign started on the day New Zealand legalised same-sex marriage with the posting of a new logo on the organisation's Facebook page.

Sarah Shearman, Event Reports, South by Southwest Interactive Festival, March 2014
This event report discusses the views of Shiv Singh, svp/global brand and marketing transformation at Visa, with regard to wearable tech and its potential for the financial services industry. Not only does this channel offer marketing possibilities for brands in this space, but it may soon emerge as an important driver of payments, too.

Geoffrey Precourt, Event Reports, ANA Media Leadership, March 2014
This event report discusses how Xerox is using content marketing to raise awareness of its repositioning as a solutions provider. To do so, it faced the challenge of overcoming deeply-entrenched associations between its brand and the paper-copier business.



How to position effectively

Tips, reminders and recommended reading


Create brand appeal

Implicit marketing and repositioning brands


Brand positioning statements

A practical how-to guide for marketers


NRMA: Differentiation makes a massive difference

Positioning a brand to justify a price premium